Although researches in the field of brand loyalty started with Copeland (1923)’, s study of “, brand resistance”, , but yet, this subject is considered as one of the most important subject in field of brand. The concept of brand loyalty is known as the driving force and one of the most important indicators in marketing actions especially tourism destinations marketing. The aim of this study is to forecast and discuss tourist's destination brand loyalty, according to former experience of tourists from visiting the destination, brand personality of the destination in mind of tourists and brand equity of destination. The research method is practical, and its descriptive survey Structural equation modeling with PLS software was used to analyze the data. The findings indicate that destination’, s brand experience and destination’, s brand equity have positive and meaningful effect on destination’, s brand loyalty. Also destination’, s brand personality has positive and meaningful effect brand loyalty through functional congruity doesn’, t play mediating role in the relationship of destination’, s brand personality and destinations brand loyalty.

This study examines the impact of the brand salience on the brand loyalty through the mediator variables, perceived quality, brand image, perceived value, and satisfaction. This research is applied in terms of purpose and descriptive based on method. The population in this study are tourists who have arrived in the city of Babolsar in the summer of 2015. According to the sampling formula for unlimited population, a sample of 384 was obtained. A questionnaire was used to collect data in this study. Data was analyzed through SPSS and Smart PLS2 software. The results showed that the brand salience has a positive and significant effect on perceived quality, brand image (characteristics of people and the physical environment), and destination brand loyalty. Also, the results showed that the perceived quality has a positive and significant effect on the brand image (characteristics of people and the physical environment). But the perceived value and satisfaction have no significant impact on the brand loyalty. The perceived value has a positive and significant effect on satisfaction. Finally, satisfaction and physical environment have positive and meaningful effects on the brand loyalty, but perceived value and people characteristics have no significant impact on the brand loyalty.

The aim of this study is to explain the role of tourist experience of the tourism destination brand on value co-creation in the destination by focusing on the mediating role of destination brand love. The statistical population of the study is domestic tourists from May 9 1 0 2 to February 9 1 9 1. In order to collect data, purposive sampling method was used to select tourism destinations. Then, using the convenience non-random sampling method, 5 2 4 tourists were questioned to answer a researcher-made questionnaire. Content validity and the reliability of the questionnaire (with Cronbach's alpha 2 0 9) were confirmed. Structural equation modeling with partial least squares approach was used to analyze the relationship between research variables. The results show that destination brand experience with its three dimensions, i. e., mental experience, emotional experience, and behavioral experience, have a positive effect on destination brand love. Moreover, the mediating variable of destination brand love has a positive effect on the dimensions of value co-creation, including: participation, interaction, and knowledge sharing.

Mystical tourism could have a significant role in the development of tourism industry. It is also possible to achieve a significant contribution by investing in the pristine sector of mystical tourism and create an authentic Iranian mystical cultural space. Considering the characteristic of a mystical tourist, which is generally spiritual and cognitive issues, gaining inner peace and the meaning of existence, it should be taken into consideration in branding a mystical destination. For this reason, this research tries to investigate The effect of visiting the mystical destination brand on love and fascination with the destination brand. In addition, the cultural destination of tourism can be created with a strong relationship between tourism and culture. Attarnishaburi tomb is one of the potential tourist areas that has the ability to attract tourists at the national and international level with unique historical, cultural, and religious features. The current research was conducted on the people who visited the tomb of Atar Neishaburi in the winter of 1400. Among the current population, 348 people were selected as a research sample based on Cochran's formula with the available sampling method. Statistical calculations were performed by SPSS and Amos software, and the structural equation modeling method was used to check the conceptual model of the research. The findings of the research indicate that brand awareness in mystical tourism according to the criteria of expectation from the brand, consumer brand allocation, secrets, sensitivity to the brand, intimacy and interest in the brand, respect for the brand, in terms of the fit of the tourist with The destination brand creates a positive and meaningful impact. The presence of an important relationship between tourists and the brand, with enjoyable experiences gained from the brand, creates more trust in the brand. The experiences created in connection with the brand can have potential positive effects on trust and satisfaction with the brand. One of the most important tasks of brand managers is to understand a set of associations around the brand because it can be valuable in the brand.